Rumor: Hugo Boss to Alpha Tauri, Alfa Romeo to Haas (Update)

This rumor is about to become ‘fact’ according to sources.

Rumors have been circulating in the paddock for weeks that the German fashion group Hugo Boss could replace the Red Bull label AlphaTauri as the name sponsor.

The word in the Monza paddock this weekend is that the deal is about to be finalized.

The label HUGO should form the name of the junior team in combination with the Red Bull brand.

Hugo Boss is ending their Formula E involvement and moving the money to F1.

Former CEO Mark Langer was responsible for this. He explained that Formula 1 is the pinnacle of racing, when talking about why they are dumping Formula E.

The new brand CEO Daniel Grieder said “HUGO BOSS is realigning its existing commitments in sport, and we will only concentrate on Formula 1 in the future.”

(GMM) Hugo Boss, the well-known German fashion brand, could take over the naming rights of Red Bull’s second Formula 1 team Alpha Tauri.

Dr Helmut Marko has already revealed that the Faenza based team will get a brand new name for 2024.

“If a deal goes through, the team would likely start as Hugo Boss Bulls Racing,” reports motorsport-magazin.com.

Hugo Boss is currently a sponsor at Aston Martin.

“It is even thought that a purchase of the entire Red Bull clothing brand Alpha Tauri by Hugo Boss” may be on the cards, the report added.

However, it is also claimed that team sponsor Orlen may be interested in the deal, with a decision set to be made by Red Bull in September.

Another publication, Kolner Express, said a Hugo Boss spokeswoman did not want to comment about the potential move from Aston Martin.

Elsewhere, Speed Week reports that with Alfa Romeo stepping away from the Swiss team Sauber due to its transition to Audi, the Italian carmaker could take over the naming rights to Haas’ Ferrari engines from 2024.

Haas would therefore be known in F1 as Haas-Alfa Romeo.

“This will be announced at the Italian GP in early September,” Speed Week said.